Web and Social Media Strategies -- Penn State Master Gardeners Coordinators Conference
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Web and Social Media Strategies -- Penn State Master Gardeners Coordinators Conference

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Web and Social Media Strategies -- Penn State Master Gardeners Coordinators Conference Web and Social Media Strategies -- Penn State Master Gardeners Coordinators Conference Presentation Transcript

  • Web and Social Media Strategies
    Chris More – Associate Director
    Max Spiegel – Web and Social Media Strategist
    October 2010
  • Agenda
    • Web Strategy
    • Social Media Strategy
    • Team Collaboration
    • Questions
  • Web Vision
    “A unified college Web presence that provides useful and rich content to our audiences while ensuring high quality-control standards.”
    We are… Penn State
    We are… Cooperative Extension
  • Plone Content Management System (CMS)
    • Open-source (free to use)
    • Always improving from world-wide network
    • Most popular CMS at Penn State
    • Central University group of Plone experts
    • Easy to use interface
    • Minimal training
    • Search engine and people friendly content
    • No software needed to manage website
    • Coming to your county in the near future!
  • Plone Features
    • Blogging features
    • Aggregate external blogs and RSS feeds
    • Photo galleries
    • Pages / folders
    • Variety of homepage layouts
    • Social media integration
    You can do all of this without ever seeing code or knowing how to build websites!
  • Before and After – Food Science
  • Before and After - Entomology
  • Before and After – Turf Grass
  • Why be on single system?
    • Efficiency
    • Authentication
    • Evolution of features
    • Share content
    • Disaster recovery
    • Easy to focus on content
    • Consistent branding
  • General Web Behaviors
    • 60-70% of visitors come from search engines
    • Visitors scan text for keywords
    • Visitors view on average 2-3 pages per visit
    • Visitors quickly develop impressions
    • Visitors are looking for answers to their questions
    Point: Whatever you do on the web, you do not have much time to capture the audience. First impressions matter.
  • Best Practices for Web Success
    • Understand your audience and their needs
    • Generate fresh and rich content
    • Focus on content instead of design elements
    • Perfect is the enemy of good
    • Define ownership
    • Never stop improving!
  • Social Media
    The Why & How
    (To Be Awesome)
  • Web 1.0 vs. Web 2.0
    • Web 1.0
    • Web as information
    • Billboard or postcard
    • Web 2.0
    • Web as participation
    • Communication
    • Information sharing
    • Collaboration
    • Networking
  • Web 2.0 Toolsets
  • Web 2.0 Toolsets Categories
  • How to Behave
    • Old rules still apply!
    • Know the room
    • Look appropriate
    • Sound smart
    • Observe and adjust
    • Make a connection
    • Brag modestly
  • Twitter Good Practices
    • Follow those who you want to follow you
    • Cross link your efforts
    • Tweet about a YouTube video you uploaded
    • Be welcoming & friendly - say hello to your new followers or folks that you would like to get to know.
    • Engage people - ask questions and respond to queries that interest you.
    • Be humorous - funny Tweets really help to break up the timeline.
    • Inform - provide useful information and news items.
    • Monitor self-promotion - it is fine to promote your projects and work, but nobody likes to be spammed all day
    • Promote others - “retweet” liberally and highlight good work.
    • Listen - there’s no need to dominate the conversation all the time, so spend some time just reading what others are saying/Tweeting.
    • Be human - not always obvious but most important, being a “real” person is probably the most important trait of any effective Twitter user.
  • If you build it, will they come?
    • Do we place a yellow page ad, and then ask what we can do to get people to look at it?
    • People must be looking for it
    • Search engine optimization techniques
    • Pay per click/impression advertisements (Google, Facebook, YouTube)
    • Diligence & patience
  • What’s the point?
  • Demographics
  • Market Share
    • Would you start a business at the end of an empty dead-end road?
    • Go where the party is at!
    • Facebook
    • Twitter
    • Youtube
  • Practice
    • Facilitating
    • What’s already going on?
    • Searching
    • Listening
    • Linking
    • Think about them, not us
    • What can we add to their social network?
    • Steal this content!
    • Share on social networks
    • “Like” or “Recommend” buttons
  • Share and Connect
  • What’s RSS?
  • “Push” your content
  • “Distribute” your content
  • Impact on Facebook
    • Geographic and demographic information
    • Number of comments, interactions, “post quality” and more.
  • Impact on Twitter
  • Impact on YouTube
    • Demographics
    • How are people watching?
    • “Hot spots”
  • Feedburner Stats
  • Google Analytics and Campaigns
  • Social Media Recap
    • Talk about others
    • Go where the party is at
    • Allow your content to be shared
    • Be interesting!
  • Team Collaboration with Teambox
    • Communication and collaboration tool for teams and projects.
    • Move the conversation from inbox to a real collaborative environment.
    • Available to anyone with a Penn State or friends of Penn State account. Anyone can create a project!
    • Similar to Facebook groups and Twitter, but on an internal and secure server.
    • Get started: Visit http://agsci.psu.edu and search for “teambox”
  • Questions?
    Chris More cmore@psu.edu (@chrismore)
    Max Spiegel mds118@psu.edu (@maxspiegel)